How do you reach listeners across radio, podcasts and streaming audio?
By planning around the way people listen. We combine linear radio with digital audio - streaming and podcasts - across DAX, Acast, Spotify and stations such as Heart, Greatest Hits Radio and talkSPORT, targeting on listening data so the message reaches the right ears in the right moment.
What we do
Audio reaches people in moments other media cannot: driving, commuting, working, exercising. We plan linear radio alongside digital audio - music streaming and podcasts - so a campaign can combine the reach of broadcast stations with the precision of addressable streaming. We buy across DAX, Acast and Spotify for digital audio, and stations including Heart, Greatest Hits Radio and talkSPORT for linear radio.
Podcasts add trust to that reach, because listeners lend a host's endorsement real weight. We plan podcast placements and host-read formats where they fit the audience, not as a novelty.
What you get
An audio plan built on listening data, blending linear and digital for the right balance of reach and targeting. Digital audio bought addressably, with frequency managed across streaming and podcasts. And reporting that treats audio as an accountable channel, planned alongside the rest of your media rather than bolted on.
Audio in the mix
Audio works well as a reach and frequency layer around other channels. Our First Bus Bristol campaign used Greatest Hits Radio alongside TV and digital channels. Radio and digital audio run through many of our transport campaigns, including Bauer digital radio and Spotify for the 36 Service launch, digital audio for Bath Park and Ride, radio and digital audio for the Long Ashton Park and Ride free travel days and radio for Travel South Yorkshire. You can see more of this work in public transportation, and the screen-based detail on our audio-visual page.
Common questions
What is the difference between digital audio and linear radio?
Linear radio is traditional broadcast: stations transmitting the same programming to everyone tuned in. Digital audio is delivered over the internet, covering music streaming services and podcasts, and can be targeted to individual listeners and measured more precisely. Most audio plans use both for the right balance of reach and targeting.
Can digital audio be targeted?
Yes. Streaming platforms and podcast networks allow targeting by audience, location, device and listening context, and frequency can be managed across a campaign. That lets audio reach a defined audience rather than broadcasting to everyone, while still offering broad reach where you need it.
Do podcasts work as an advertising channel?
They can be very effective. Podcast audiences are engaged and often trust the host, so host-read and well-placed spot advertising can carry real credibility. We plan podcast activity where the audience fits the brief and measure it alongside the rest of the audio plan.
Which audio platforms and stations do you buy across?
For digital audio we plan across DAX, Acast and Spotify, and for linear radio across stations including Heart, Greatest Hits Radio and talkSPORT. We name them as buying options and select on the audience they reach for your brief.
Want to be heard where your audience listens?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.